“We have all seen that with the ascendancy of digital marketing, organisations have valued the media choice more than the creative content – they have devalued the benefits of ‘differentiation’.
I think the business world finally believes that innovation and creativity are the key to their future success. As we focus on different business propositions driven by better understanding of the market, breaking down ‘normal’ processes, enhanced customer experiences, and more effective communications, we will see more effective innovation in marketing – giving better results.
It seems like the biggest business paradox of our time though: The thing acknowledged as the most important driver of business success is the thing that business seem to systematically ignore. A survey by IBM of 1500 CEOs in 60 countries, across 33 industry sectors, shows it’s easy to see why so many business leaders are sharing their belief in innovation as the key driver of business success. Whilst a majority are quick to express their belief in innovation, more than half the CEOs said they were ill-equipped to manage it. The most telling statistic from the survey is the 56% of respondents who say that they’d like to be more creative and more innovative but don’t know how.
‘Innovative thinking’ is not a natural process for some industries, but by unlocking creative thinking with process, focus and pace, and advocating what the UK is best at – creativity and innovation – we can help organisations thrive and prepare for the future – whatever it may look like.”